Apple overtakes Samsung in European carrier smartphone sales in Q2 2026

Apple Leads European Carrier Sales

A Counterpoint Research report indicates that Apple surpassed Samsung to become the top smartphone brand in Europe's carrier channel during the second quarter of 2026. Apple's share of smartphone sales through European carriers increased from 33% in Q2 2025 to 37% in Q2 2026.

Samsung's Decline and Market Context

During the same period, Samsung's share in the European carrier channel decreased from 39% to 34%. The overall European smartphone market experienced an 8% decline in sales, while carrier sales saw a smaller 4% year-over-year decline.

Motorola and vivo also contributed to growth within the carrier channel, with vivo posting a 90% year-over-year increase in carrier sales and Motorola growing by 27%.

Impact of Memory Costs

Rising memory costs have particularly affected the low-end smartphone market in Europe. Carrier sales, which typically involve higher-end devices and premium brands like Apple, have been less impacted because more phones are purchased on contract. This trend has benefited the operator channel, which declined less than the open market.

Future Outlook

Counterpoint Research expects the carrier channel to continue gaining market share in the coming quarters as the lower end of the market remains affected by the memory crisis. Independent retailers have increased promotional activities, which could mitigate some price increases and stimulate the open market.